How do the French relate to influencers? – Social networks > Influencers

Influencer-brand partnerships, transparency of cooperation, the place of content creators in social networks… What do consumers think? Reech and Norstat publish a study to understand the relationship between the French and the influence market.

Influence, content creators, social networks… What do the French say? For the 7th edition of its annual study, the influence marketing agency Reech, with the survey institute Norstat, surveyed consumers about their relationship with social networks and content creators, on January 8 opened a public consultation on the need to regulate the influence market. In particular, it shows that fraud is the first thing to be addressed in impact regulation for 68% of respondents. For 51 percent, the regulation of influence should allow to stop the ideal representation of bodies in social networks.

“This extensive study with Norstat maps the use of social networks and allows us to better understand the relationship of the French with content creators on the platforms”Reech CEO Guillaume Doki-Thonon notes in a press release. “Young people are everywhere there, they spend 2 hours 36 a day, the possible interaction with them is therefore high. We also observe that while Facebook remains the most powerful network in the broad target, 75% of respondents, 59% Instagram. Finally , YouTube is seen as a network that brings generations together as it is watched by 65% ​​of respondents”.

What is a content creator for the French?

66% of the French say they know the concept of “content creator” well., the name is used to designate an influencer who is self-proclaimed through content (as opposed to, say, a reality TV candidate). 14% of respondents believe that an influencer and a content creator are two separate individuals. For Guillaume Doki-Thonon, “Content creators share a lot with Internet users, convey tips, advice, detailed and descriptive ideas, create stories, images, ask to be named and be in the reality of their work. This semantic battle is also being waged. In the current thinking by the government and the French seem ready to integrate it. These numbers prove that there are really two different ecosystems for them and that there is a transformation in mindsets.”

Other information: 63% of 18-24 year olds say they follow content creators on social media – makes up 1/3 of respondents of all ages.

Is influencer marketing effective?

According to the Reech 2022 study, 86% of surveyed advertisers believe that influencer marketing is an effective tool. When the French were asked how they felt about content creators, 61% expressed sympathy, 43% trust, 41% admiration, 23% envy and 22% even affinity. Negative feelings such as jealousy (3%) or mistrust (6%) are relatively few. Staying true to content creators, 51% of respondents say they are looking for information and 57% for entertainment. 47% of users use these networks to… occupy themselves.

Among users who follow content creators, only 31% follow reality TV stars, while 61% follow self-employed content creators, 46% of public figures (politicians, journalists, actors, singers, athletes, etc.) and 44% of hobbyists. “Given the past few months, when influence has been at the center of media debates focused on reality TV, this 31% figure is still low, especially given that creators from this medium are only a ‘minority, almost unrepresented.’ . 1% of creators according to Reech.

How do consumers view advertising partnerships?

While the debate is open to “more ethical influence,” are consumers concerned about the evolution of influence? 80% of consumers seem to be aware of the existence of partnerships as a key element of content creators’ business model. But while 27% of respondents don’t feel “overexposure” to content creators advertise, 40% of respondents believe that only a minority of content creators are running too many campaigns. Advertising affiliate practices are accepted…if clearly announced. 70% of respondents reject masked advertising. If there is transparency, 54% of the French say they accept the position of advertising partnerships with the content creators they follow.

And for good reason. Consumer influencer campaigns can serve as referrals. Thanks to this, 77% of users were able to rate or talk about the brand, being the starting point for the word-of-mouth spread of the effect. 24% of French people say they trust the opinions of content creators they follow when buying a product. Promo codes, contests, and product placements are the top 3 types of partnerships that consumers prefer.

Are more contacts expected from content creators?

Half of users believe that content creators have the power and responsibility to act for a more sustainable world. 2/3 of them want influence to evolve towards more responsibility and ethics. Children’s rights, ecology, social justice and animal rights are the most unifying causes, they are close to the hearts of the French. Some reasons are more cross-generational, for example, feminism is cited by 40% of 18-24 year olds and 24% by other generations.

Also, prejudices about rewarding influencers remain to be overcome. More than half of the French (52%) believe that content creators live off the payment of platforms – which is actually a minimal part of their income. More than 28% of respondents also believe that the average salary of an influencer is between €20,000 and €50,000 per year, but Reech 2021 research* found that 81% of them earn less than 5000 euros per year.

Methodology Research 2023 : Conducted between November and December 2022 by the Norstat polling institute among 1,011 social network users representing the French population aged 18 and over.

Methodology Research 2022 : Conducted in October 2021. The research, which came from a survey of 600 advertisers and agencies in the retail sectors, but also in specialized sectors such as beauty, cosmetics, home and decoration, publishing, multimedia, tourism, leisure and apparel, reveals what evolution is affecting influencer marketing today.

Methodology Research 2021 : Between October 23 and November 8, 2020, 1,423 influencers responded to a survey administered by Reech. From survey design to analysis of results, Reech was accompanied by Survey Designer and online survey expert Pierre Simonnin to conduct this study. . This year, the research is enriched with data from the Reech Influence Cloud, a data and AI-driven influencer technology that enables the activation, analysis and amplification of Influence.

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